Facebook Ads

Optimization Guide b
The Facebook Mission
Give people the power to
share and make the world
more open and connected 2
Introduction
Congratulations on creating a Facebook ad
campaign! Hopefully, you referenced the
Getting Started Guide for Facebook Ads
when building your rst ad campaign. If
not, please refer to that guide for helpful
tips on how to get set up for success with
Facebook Ads. The Getting Started Guide is
available in the resources guide section on
www.facebook.com/facebookads.
Now that youve created a Facebook ad, its
time to learn how to optimize your ads to
improve your results and reach more of the
right customers. This guide will introduce
useful tools and best practices to help
you optimize your ads performance.
You will see the best results from your
campaigns if you continue to monitor your
ads progress and optimize your ads on a
regular basis. Even the best performing
ads should be optimized regularly to keep
your customers engaged with new content
or images. We recommend that you review
your ads performance at least once a
week, if not more often, to assess the ads
performance against your objectives and
determine what to optimize. 3
Agenda
Successfully Optimize your Ads 5
The 3 Rs reporting, results, & reallocation 6
Ad creative best practices 11
Ongoing Management 12
Additional Resources 14 4
R
ays Pizza
Rays Pizza

Ray owns a Pizzeria in Chicago, IL. He created
a Facebook Page for his Pizzeria to connect
with current customers in his area and he just
created his rst Facebook Ads campaign to reach
new customers. Now he wants to optimize his
Facebook Ads campaign to reach and engage with
more potential customers. 5
To successfully optimize your ads you need to:

Understand the 3 Rs reporting,
results, & reallocation

2
Utilize our ad creative best practices

Continue ongoing management
& optimization of your ads
Successfully Optimize your Ads
After creating your Facebook ad campaign,
we recommend that you regularly monitor
the performance of your campaign.
When you log into your Ads Manager tool
(facebook.com/ads/manage) you can see
the main statistics for each campaign and
schedule regular reports to stay up to date
on your campaign results.
You should understand what metrics and
reports you need to see what results youre
getting based on your goals. After doing
this you can reallocate your budget to the
ads or campaigns that are performing well.
You can then create new ads using what
youve learned.
Remember you can use the Ads Manager
to track metrics for your campaigns
and individual ads, such as the social
percentage of the campaign engagement,
clicks, impressions, CTR, and CPC.


R
ays
The 3 Rs reporting, results
& reallocation 7
In the Getting Started Guide, Ray created
his rst Facebook Ads campaign to promote
his pizzeria. Initially, Ray only created
one ad that targeted all of his potential
customers using the following criteria:
People located in Chicago, IL
Anyone over 18 years old
Both men & women
People that like pizza
There are several reports and metrics that
Ray can analyze within his Ads Manager
to analyze the performance of his ad.
After looking at the initial results for
his rst campaign in his Ads Manager,
Ray is able to identify his top customer
segments. He then decides to test three
new ad campaigns targeting his top
three customer segments to see which ad
creatives will work best for each customer
segment. Lets take a look.
Important metrics in Ads Manager:
Social %: The percentage of impressions
where your ad was shown with the
names of viewers friends who liked
your Page, RSVPed to your event, or
used your app.
Clicks: each time a user clicks on
your ad
Impressions: each time an ad is shown
to a user, regardless of whether the
user clicks or takes any other action
on the ad
CTR (click-through rate): the number of
clicks your ad receives divided by the
number of times your ad is shown on
the site (impressions) in the same time
period
Avg. CPC (cost-per-click): the amount
youre paying on average for each click
on your ad
5D\V3L]]D
Chicago Professional
Pizza Deal. Any 2 pizzas
for the price of 1!

Like
-
David Nguyen likes this. 8
After completing this test, Ray decided to run a report in his ads manager to analyze the
performance of each ad within each campaign. For example, lets look at the responder
demographic report for Rays campaign specically targeting Males 1825 to analyze which
of the three ads he tested worked best for this group. This report contains details on the
gender, age, region, and country of users who saw or interacted with your ad.
In order to build out his rst ad campaign and gain deeper insights from his Ads Manager reports,
Ray ran a test to determine which target audience would respond best to which type of ad creative.
To run this test Ray created three separate campaigns for each of his three target audiences.
Within those three campaigns he tested three different ad creatives for each target audience.
Target: Males 1825 Target: Males 2630 Target: Females 3135
Test 1
5D\V3L]]D
Crazy Campus Pizza
Deal! Buy any pizzas &
soft combo and get
another one free!
Like - David Nguyen likes this.
Test 2
5D\V3L]]D
Date Night Pizza Deal!
Buy any pizzas & soft
combo and get another
one free!
Like - David Nguyen likes this.
Test 3
5D\V3L]]D
Crazy Campus Pizza
Deal! Buy any pizzas &
soft combo and get
another one free!
Like - David Nguyen likes this.
5D\V3L]]D
Group Feast Mega Deal!
Ex-large pizza & 2 Garlic
breads for only $12.99!

Like - David Nguyen likes this.
5D\V3L]]D
Family Feast Mega Deal!
Ex-large pizza & 2 Garlic
breads for only $12.99!

Like - David Nguyen likes this.
5D\V3L]]D
Family Feast Mega Deal!
Ex-large pizza & 2 Garlic
breads for only $12.99!

Like - David Nguyen likes this.
5D\V3L]]D
Great Value Meal Deal!
Any large pizza with
soIt drInk 112 prIce! Oer
valid MondayFriday
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5D\V3L]]D
Great Value Meal Deal!
Any large pizza with
soIt drInk 112 prIce! Oer
valid MondayFriday
Like - David Nguyen likes this.
5D\V3L]]D
Great Value Meal Deal!
Any large pizza with
soIt drInk 112 prIce! Oer
valid MondayFriday
Like - David Nguyen likes this. 9
So what can you do with this responder data?
a. You can see which subsets of your target audience are engaging most with your ads.
b. From there you can divide your audience into smaller buckets to optimize your bidding
strategy and make your ads more relevant.
c. Focus on buckets that are helping you meet your goals and objectives, like engaging
with your Facebook page or generating conversions and sales.
This responder demographic report can provide valuable insights into your customer base,
including a breakdown of which subsets of your audience are providing the highest CTR
or engaging the most with each ad in your campaign. In Rays case, the highest CTR for the
campaign targeting males 1825 is coming from the ad named Rays Pizza Deal Test 1.
Date Campaign Ad Name Gender
Age
% of Impressions % of Clickers CTR
Mar-11 Rays Pizza Campaign Rays Pizza Deal Test 1 M
1825
18.75% 15.00% 0.04%
Mar-11 Rays Pizza Campaign Rays Pizza Deal Test 2 M
1825
16.17% 10.00% 0.02%
Mar-11 Rays Pizza Campaign Rays Pizza Deal Test 3 M
1825
15.44% 8.00% 0.01%

Tip
The Responder Demographics report
provides demographic information
about users who are seeing or clicking
on your ads. This report will only appear
in your account when a demographically
diverse cross-section of an audience has
interacted with your ads. 10
Ray can continue to run a test of these
three campaigns for 23 days to understand
which ads resonate best with which target
audience. After testing these campaigns
for a day or two, Ray can pull another
responder demographics report to see
which ads are meeting his objectives, while
pausing the ads that are not providing the
results he wants to see. This test will allow
Ray to reallocate his budget to the highest
performing ads within each campaign.
There are several other reports Ray
can run to analyze the effectiveness of
his campaigns and ads within each
campaign. For example, the advertising
performance and responder prole reports
are also very helpful when testing changes
to your ads. These reports can be found
within your Ads Manager and exported for
additional analysis.

Tip 1
You can also use the responder
demographics report to help optimize
performance with subsets of customers
who are clicking on your ad, but not as
frequently as you would like.

Tip 3
When multiple ads are running within
a single campaign, our system will
allocate more of your daily budget to
higher performing ads. However, creating
separate campaigns will allow each of your
ads to run evenly during the same time
period. This will give you a more accurate
understanding of the results.

Tip 2
You can easily replicate an ad by clicking
on Create a Similar Ad when looking at a
specic ad in Ads Manager.

Date Campaign Campaign ID Ad Name Gender Age %of Impressions %of Clickers CTR
Mar-11 Rays Pizza Campaign 6.00275E+12 Rays Pizza Deal M 18-24 18.75% 15.00% 0.04%
Mar-11 Rays Pizza Campaign 6.00275E+12 Rays Pizza Deal M 25-34 16.17% 10.00% 0.02%
Mar-11 Rays Pizza Campaign 6.00275E+12 Rays Pizza Deal F 35-44 15.44% 8.00% 0.01%
Mar-11 Rays Pizza Campaign 6.00275E+12 Rays Pizza Deal F 45-54 10.27% 0.00% 0.00% 11
Ad creative best practices
Now that you have identied which customer subsets you want to test creating different
ads for, you need to determine which images, body text and headline to test with each
subset of customers.
For example, Ray could test different body text for the same customer subset to identify
which version works better.
Utilize our ad creative best practices
More best practices
Avod oeoony maees, use maees that
illustrate the ads offer or images with
people using your product or service,
as they tend to drive more engagement
from consumers
SpecIc cas to acton n an ad's body
text like Sign up now to save 50% tend
to work better than generic calls to
action like learn more
Usne cear and concse messaees, as
well as asking a question, tends to be
more engaging
II you're reIerencne a promoton n your
ad remember to include an end date to
drive a sense of urgency and encourage
potential customers to act sooner
Avod usne Iareon or abbrevatons
that potential customers who are
unfamiliar with your product or services
will not understand

Tip
We recommend creating separate ads to
test each change you want to make to
the ad, to ensure you can identify what is
causing a change in the ad results.
2
5D\V3L]]D
VIsIt Ray`s PIzza beIore
March 31st and receive
10Z o any Iarge pIzza!

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-
David Nguyen likes this.
5D\V3L]]D
Stop by Ray`s PIzzerIa,
a ChIcago IavorIte, Ior
great deals and delicious
pizza!
Like
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David Nguyen likes this.
Then Ray can run a second separate test comparing two different ad images in an ad
targeting the same customer subset.
We recommend running these ad creative tests for 23 adays and then using your reports
in Ads Manager to determine which text and images are working the best. You can then
pause the ads that are not performing as well and reallocate your budget accordingly to
the highest performing ads. 12
How are each oI my ads perIormne
versus the goals and objectives I
previously outlined for this campaign?
Whch customer seement s most
receptive to my ads?
Whch headne, body text or maee
seems to do the best given my goals for
this campaign?
Whch ad seems to be underperIormne
compared to my goals? What is
different about this underperforming
ad versus the other ads I created
and could that be the cause of the
difference in performance?
Continue ongoing management & optimization of your ads
Below are a few helpful questions to keep in mind when reviewing your reports
in Ads Manager:
Ongoing Management & Optimization
By now you should know which customer subset groups you want to reach and what tests
you want to run to customize your ads for each subset. Optimizing your ad campaigns
should not be a one-time event. It is important to refresh your ad on a regular basis to
keep your customers engaged by sharing new content, which will likely lead to higher
engagement and stronger results. A good practice to follow is to refresh your ads creative
anytime you see a decrease in CTR and use the reports from your Ads Manager to better
understand how to improve your ads performance. Even the best performing ads should
be refreshed to maintain their good performance.
Determining the strongest version of your ad
Below are a few tips to keep in mind when testing multiple ads against each other
to determine the strongest version:
Have a test and control
Use an original version of the ad as a control to test your changes against
and give yourself a solid point of reference.
Change one part at a time
Make sure you only change one part of the ad at a time. This will allow you
to clearly see which change is causing a change in the ads performance.
Run test for 23 days
Run your test for at least 23 days to ensure you are receiving reliable
results and enough data to make a decision on which ad is performing best.
Use separate campaigns for testing
When multiple ads are running within a single campaign, our system will
allocate more of your daily budget to higher performing ads. To prevent
this, you may want to create separate campaigns for your ads when
testing them against each other. 14
Additional Resources
Key Resources
Manage your existing ads:
www.facebook.com/ads/manage
Advertising guidelines & policies:
www.facebook.com/ads_guidelines.php
Guide to Facebook Ads:
www.facebook.com/adsmarketing
Receive ongoing tips:
www.facebook.com/facebookads
Create a Facebook Page:
www.facebook.com/pages/create.php
Use soca puens.
www.developers.facebook.com/plugins
Advertising help center:
www.facebook.com/adshelp c d e f